Your homepage is your first impression and your best opportunity to draw buyers in.
Today’s homebuyers start their journey online. That means your website, especially your homepage, is one of your most important sales tools. It needs to be clear, helpful, and easy to navigate, with all the essentials right where users expect them.
At Bokka, we’ve helped builders of every size design home pages that drive leads and build trust. Whether you’re updating your current site or starting fresh, these are the 10 things we believe every builder homepage should include.
1. A Clear, Welcoming Hero Section
Your homepage should immediately show buyers what you offer and why they should care. Include a simple message, a beautiful image or video, and a call to action like “Find Your Home” or “Explore Available Homes.” It should be crystal clear what you do within 3 seconds or you could lose them. Don’t make users scroll or search to understand what you do (and where you do it).
2. Easy-to-use Home Finder
Make it easy for buyers to start searching right from the homepage or navigation. Include a prominent search bar or buttons to filter by location, price, or move-in date. Think like the major real estate sites do—intuitive, fast, and helpful.
3. Quick Move-In Homes (QMI) or Featured Listings
Buyers want to see examples. Highlight a few current listings or QMI homes, ideally geolocated to the user’s area. A rotating carousel or “Homes Available Near You” section lets buyers know immediately if you're a good fit by showing them you build the right product at the right price in the right location. Even if they're not ready now, it gives visual examples of the homes you build.
4. Why Build With You
Not everyone understands the benefits of new construction. Use a short section to explain your value—such as energy efficiency, lower maintenance, modern layouts, and the ability to personalize. Link to a deeper “Why Build” or “Our Process” page if they want to learn more.
5. Navigation That's Easy to Understand
Your home page should guide users to the relevant pages of your site based on where they are in the buying process. Many users start scrolling immediately as they skim the home page content, but others start by exploring your navigation. Make sure your navigation structure and wording is simple and clear, with links to key pages like Communities, Floor Plans, and Contact. Make sure “My Account,” “Favorites,” or “Schedule a Tour” are easy to find. A sticky navigation bar that stays visible as users scroll is a big plus.
6. Social Proof (e.g. Testimonials, Awards, & Reviews)
Social proof builds trust. Include quotes and pictures of people, awards, or star ratings near the middle or bottom of the homepage.
Testimonials:
Bonus points for photos or short videos that show real people—not stock imagery. Even if they don't read this content, it subconsciously reassures them that you can be trusted.
Awards:
Showing awards as a seal or official-looking badges create a strong psychological reassurance.
Reviews:
Another powerful trust-builder is a section showing real reviews from home buyers.
7. Community or Location Highlights
Buyers want to know where you build. Include a map or grid of communities on the homepage, or link directly to a “Find a Community” page. Make it obvious that you build where they want to live.
8. Lead Capture That Feels Natural
Don’t hide your forms and don’t make them overwhelming. Invite users to sign up for updates, schedule a tour, or download a guide. Keep it short and make the value clear, like “Get the Floor Plan Guide” or “Tour Homes Near You.”
9. Helpful Content and Resources
Your homepage should hint at the educational content you offer. Link to blog posts, buying guides, design inspiration, or financing FAQs. Content like this keeps buyers engaged and helps build your brand as a trusted advisor.
10. A Footer That Works Hard
Don’t overlook the bottom of the page. Include your phone number, social links, a short contact form, and maybe even a list of cities or communities where you build. The footer is the last thing scrollers look at, so make it count.
Your Home Page Serves a Very Specific Purpose
At Bokka, we believe the homepage isn’t just another page on your web site, it’s the entry to your online sales center.
You should treat your home page differently than other pages on your home builder website. Get the first impression wrong, and your prospects will never make it past the front door as they go onto the next builder. Get it right and they come in, sit down and stay a while. Giving you the chance to do what you do best: sell them a beautiful new home.
The home page is just the first step in your home builder website audit. We’ve helped builders across the country turn their websites into lead-generating tools by focusing on what today’s buyers actually need. From strategy to UX to performance optimization, we design homepages that create better digital experiences and stronger business results.
Let’s build a homepage that works as hard as you do.
Got questions? Wondering what your next “easy win” could be? Or maybe you just want to chat about CTAs (yes, we’re those nerds)? Drop us a line. We’re always excited to talk strategy and share what actually works—no jargon, just results.
